School Reports 2018: OgilvyOne

IBM
IBM

Type of agency & ownership:  Customer agency, owned by WPP
Nielsen billings 2017: n/s
Declared income: n/s
Total accounts at year end: 51
Accounts won: 13 (biggest: British Airways)
Accounts lost: 1 (BlackRock)
Number of staff: 372 (-3%)
Key personnel: Jo Coombs, chief executive; Charlie Wilson, chairman and chief creative officer; Brian Jensen, chief strategy officer; Clare Lawson, managing director
Star player: James Whatley, experience planning partner

One of OgilvyOne’s more offbeat tasks in 2017 was to promote IBM’s Watson pundit, an AI-powered tennis expert apparently capable of analysing what it takes to make a great Wimbledon champion. Given the agency’s return to hitting some winning shots of its own during the year, it seemed an entirely appropriate brief.

Indeed, 2017 proved to be the bounceback year for OgilvyOne. So much so that it went the full five sets before losing narrowly to Wunderman in the match for Campaign’s Customer Engagement Agency of the Year crown.

Winning back British Airways’ loyalty business was a sweet victory for the agency, which had been deeply pained when the airline departed for Bartle Bogle Hegarty in 2014 as part of a consolidation process.

BA’s return alone would have made for a satisfactory year. But there was more. OgilvyOne got to handle one of Britain’s biggest loyalty programmes, with the arrival of Boots, as well as Vodafone’s customer-acquisition brief to replace a departed BT. These were among 13 new-business wins, equating to £56m in new business and contributing to a 6% year-on-year jump in revenue.

Nevertheless, more challenging times lie ahead for the agency. Vodafone has never been the easiest client to handle, while British Airways will be fighting to restore its brand equity in the wake of some savage cost-cutting. OgilvyOne is also set to disappear as a standalone brand.

SCORE THIS YEAR

SCORE LAST YEAR

SELF RATING

7 6 8

Agency's year in a tweet

Redefining the #Digital and #CustomerEngagement landscape for our clients, has helped us attract new talent, brands and awards #Bringon2018

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

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*indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation

 

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